Empowering Better-for-You Brands with Ilana, Marketing & Creative Director

Show Notes: In this podcast episode, Jacobo interviews Ilana Wayne, a creative director with a background in fashion design and business. Wayne discusses his journey from Atlanta to the University of Texas, his pivot during the pandemic to help brands establish their online presence, and the balance between creativity and business acumen in his role. They delve into Wayne's experience working with celebrities, particularly with Noah Schnapp on his Nutella brand, emphasizing the importance of aligning a celebrity's vision with brand objectives and audience expectations. About Ilana Wayne: As a Marketing & Creative Director, Ilana Wayne have honed her skills in collaborating with CPG companies within the food, beverage, health & wellness and hospitality industries. With a keen eye for innovation, she is passionate about assisting better-for-you brands in crafting cohesive marketing strategies that not only resonate with their target market but also foster a sense of community. Timestamps: The origin story (00:00:09) Wayne's background and experiences as a creative director and his journey into creative directing for consumer brands. Pivoting career paths (00:02:27) Wayne's transition from fashion design to freelance creative direction during the pandemic and the challenges he faced. Intersection of business and creativity (00:04:46) Wayne's realization of the intersection between business and creativity, and the importance of balancing both in his role as a creative director. Working with celebrities (00:09:59) Wayne's experience working with Noah Schnapp, a young entrepreneur and actor, and the inspiration he found in the process. The inspiration behind the product (00:12:04) Wayne discusses the inspiration behind a product and the role of a celebrity in product development. Challenges with celebrity-driven brands (00:13:02) Wayne talks about the importance of aligning the celebrity's dream with the product and audience expectations. Venture studios and celebrity partnerships (00:13:57) Alana expresses curiosity about the studio model and discusses the success and challenges of venture studios working with celebrities. Challenges of alignment and communication (00:14:48) Wayne discusses the importance of alignment between the celebrity and the team, as well as the lack of communication in some studios. Different paths to success (00:19:07) Wayne compares the approaches of two brands, one with VC backing and the other bootstrapped, and their paths to success. The direct and high quality relationship with the consumer (00:25:23) Discussion on the importance of building strong relationships with consumers and the differences between acquiring mass numbers of customers and acquiring customers one-on-one. Launching a new product (00:29:17) Principles and considerations for launching a new product, including funding, business vision, and the choice between product and service industries. Transition of the consumer between generations (00:31:37) Insights into the changing demands of consumers, particularly millennials and Gen Z, and the challenges of meeting their sustainability and ethical product preferences. The impact of AI on marketing and creative (00:38:12) Exploration of the potential impact of AI on marketing and creativity, and the use of AI tools in the industry. The evolution of AI in creative work (00:38:24) Discussion on how AI tools are revolutionizing copywriting and content generation, making tasks more efficient and cost-effective. The rise of CGI and its cost-effectiveness (00:40:23) Exploration of the use of CGI in branding and content creation, highlighting the cost-effectiveness and efficiency of CGI assets compared to traditional production methods. This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/

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